"Operating in a Platform World" with Michelle Killebrew, IBM
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The document discusses how digital technologies are transforming customer engagement strategies in marketing, emphasizing the need for organizations to focus on people-centric approaches. It highlights the importance of social media, personalized experiences, and innovative storytelling as key elements to drive customer satisfaction and increase revenue. The document concludes with marketing priorities for 2015, including harnessing big data and mobile commerce, and stresses the need for authentic engagement despite technological advancements.
"Operating in a Platform World" with Michelle Killebrew, IBM
- 1. Connect, Engage, Collaborate: Engaging with People in an Empowered World Michelle Killebrew | Brand Innovators | December 2014
- 2. 2 Michelle Killebrew @shellkillebrew Program Director, Strategy IBM Social Business Contributing Writer ClickZ.com Digital Marketing | Marketing Technologist | Demand Generation
- 3. Meet Lily
- 5. LEGO Gets Told Off by a Seven-Year-Old Girl 5
- 6. #1 Social is now the top use of the internet. Americans spend an average of 37 minutes daily on social media, a higher time-spend than any other major Internet activity, including email. @shellkillebrew The Rise of the Empowered Customer
- 7. 7 The Need for People-Centric Engagement of CEOs in outperforming organizations make customer collaboration a top priority of smartphone users check an app as soon as they wake up of individuals are willing to exchange personal information for a personalized offering of CEOs intend to operate their organization in a more open manner in the next 3-5 years 84% of millennials and 70% of boomers say social and user-generated content has an influence on what they buy 80% 84% 56% 72% Sources: 84%, 70%, 84%, 2/3, 80%: IBM 2013 Annual Report 72%, 56%: IBM Institute for Business Value, Reinventing the rules of engagement: CEO insights from the Global C-suite Study, 2014 @shellkillebrew
- 8. 8 Digital technologies are playing a large part in the emergence of engagement strategies as they foster relationships between organizations and their customers of MOBILE users keep their devices within arm’s reach 90% of of web traffic will be VIDEO by 2014 90% of businesses today are using web ANALYTICS 84% of purchasers get advice from their SOCIAL NETWORK 81% @shellkillebrew
- 9. 9 9 Customer experience is driving shareholder value Source: The Watermark Consulting 2013 Customer Experience ROI Study– April 2, 2013 @shellkillebrew
- 10. Customers are demanding engagement, NOT marketing Customers demand engagement versus marketing – IWATA CMO POV points Marketers have always been responsible for knowing the customer. Marketers have always been responsible for defining what to market, and how to market. Marketers have always protected the brand promise. 2014Timeless 2012 Co-create with customers, employees, and partners. Innovate and scale personally relevant and rewarding experiences. Know each customer in context. Designing your culture and brand so they are authentically one. Creating a system of engagement that maximizes value creation at every touch. Understanding each customer as an individual. @shellkillebrew
- 11. @shellkillebrew Empowering Putting the customer in charge Compelling Matching and exceeding expectations Consistent Regardless of your device Relevant Knows who you are and what you’re doing To Engage Customers Today, Digital Experiences Must Be…
- 12. Higher Win Rates 60% more online sales conversion 85% conversion rate using web tools Shorter Time to Market and Delivery 84% faster time to find experts 61% faster service delivery to new customers Lower Operational Costs 62% customers didn't need to call 2x increase in self-service transactions More Satisfied Customer s 30% higher rating for web self service vs. help desk 30% increase in referrals Market Leaders Are Getting Exceptional Engagement & Results @shellkillebrew 12
- 13. 13 Personalized Experiences Drive Revenue Up to 1/3 of all consumer spending is influenced by social interactions. That’s $940 billion annually! McKinsey
- 14. Let’s look at how some brands are winning with their customer engagement strategies. 14
- 15. Content Marketing @shellkillebrew Know your audience and create stories that will entertain and engage them.
- 16. Employee Advocacy Include your employees in expressing and advocating for your brand. Tammy Nelson, CMO @shellkillebrew
- 17. Customer Service Face to face service should be a hallmark of your brand experience. Empower & train your employees. @shellkillebrew
- 18. Storytelling Allow your audience to participate in the story. Listen to their feedback for storyline direction. @shellkillebrew
- 19. @shellkillebrew Creating Big Buzz Through New Modes Of Storytelling 19 Key Insights from Michael Engleman: No. 1: Storytelling is for Everyone •Enabling consumers to actively participate in the storytelling is increasingly as important as the story itself. No. 2: The Blurrier the Lines Between Marketing and Content the Better No. 3: Thank You for Sharing: The New Rules for Socializing • Share Early • Share Often • Share Stuff Worth Sharing • Share with Influencers • Listen…storytelling is a two-way street No. 4: Innovation Isn't a Perk, It's a Requirement No. 5: None of It Matters Without Authenticity Michael Engleman is EVP Marketing, Digital & Global Brand Strategy for Syfy & Chiller, both are divisions of NBCUniversal
- 20. 1 Zuberance. 2 Fred Reichheld, HBS Press. 3 Harris Interactive A company with 100,000 brand advocates can reach 60 million people.1 A 12% increase in brand advocacy generates a two-fold increase in revenue on average.2 72% of adults who had a memorable product or service experience said they took positive action, with 57% communicating their positive experience to others, and 41% recommending that someone make a purchase.3z Exceptional Experiences Create Brand Advocacy @shellkillebrew @shellkillebrew
- 21. 21 Marketing Priorities for the 2015 1. Harnessing Big Data 2. Mobile commerce/mobile advertising 3. Content creation 4. Marketing automation 5. Social commerce/social advertising 6. Marketing attribution 7. Omni-channel execution 8. Globalization of marketing efforts 9. Linking online and offline performance Source: Building Bridges to the Promised Land, The CMO Club, 2014 Social Ad Spend To Pass $11 Billion By 2017, almost double last year’s total of $6.1 billion (Mintel) Newer ad formats --including native advertising-- will account for the lion’s share of growth over the next few years, predicts Mintel. @shellkillebrew
- 22. Takeaways: 1.Leverage technology to understand and engage with your customers authentically 2.Despite advances in technology, remember to engage with your audience as humans 3.You must innovate to stay viable -- it is not an option Learn more from IBM Research: www.ibm.com/services/c-suite Stepping up to the challenge: CMO insights Reinventing the rules of engagement: CEO insights
Editor's Notes
- #4: Good morning. Before we start, I want to tell you about Lily Robinson …. In May 2011, Lily wrote a letter to Sainsbury’s supermarket and asked, "Why is tiger bread called tiger bread? It should be called giraffe bread. Love from Lily Robinson age 3 and 1/2". Sainsbury Customer Manager Chris King (age 27 and 1/3 at the time) wrote back: "I think renaming tiger bread giraffe bread is a brilliant idea - it looks much more like the blotches on a giraffe than the stripes on a tiger, doesn't it?” He then went on to explain how it got its name: "It is called tiger bread because the first baker who made it a looong time ago thought it looked stripey like a tiger. Maybe they were a bit silly.“ In the past that might have been that. But this is the era of the empowered consumer. Lily’s mother started the “Campaign to change Tiger Bread to Giraffe Bread at Sainsbury's” on Facebook and posted Lily’s letter as well as the thoughtful response. The story went viral, and Sainsbury’s received such overwhelming feedback that they decided to rename the bread “giraffe bread,” and I’m sure at no small expense.
- #5: Look at Lily now – she even made a Giraffe out of the bread. She is happy! On person – one little girl – wrote a letter, one thoughtful employee responded, and 150,000 Facebook likes later, a major retail chain rebranded a product. Sainsbury’s realized that this wasn’t just about selling more bread, it was about building strong connections that turn loyal customers into advocates. It’s about engaging with people.
- #7: Good morning. We are living, right now, in a moment of enormous possibility and transformation. As technologies converge, they are opening new opportunities for creating value. Let’s take a quick look at how the world has changed.